My colleague got it for the first time ever, a couple of months ago. And his membership year didn't start until September - he's just done a lot of flying this year, with a lot of runs to the US, and then AA connections onwards from JFK to other east coast cities.
The card itself is white in colour, and not a particularly attractive looking (so far as cards go). But is a cool thing to have, that's for sure!
Makes domestic runs up to GLA or EDI that much more enjoyable, when you and a companion can go and enjoy a proper breakfast in the lounge - and without all the hassle of being forced to walk halfway around T5 and back just to get through the lounge door.